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Highlights
- Stryda Brewing Co leverages Nick Kyrgios’ influence to connect with Gen Z and Millennials.
- Expanding into whisky production and state-based taprooms amid ambitious growth plans.
- Targets lighter, low-alcohol beverages to redefine the mainstream beer segment.
Stryda Brewing Co, a low-carb beer company, is making headlines with its bold plans to capture the attention of Gen Z and Millennial consumers. Tennis star Nick Kyrgios, who holds a 15% stake in the company, is playing a key role in attracting younger drinkers as part of the company's innovative strategy.
The company is undergoing a $2.2 million capital raising, valuing it at approximately $20 million. Founder and CEO David Gibson shared that the focus is on delivering lighter, low-alcohol beers tailored to the preferences of younger audiences. Stryda brews a 2.2% alcohol by volume beer and aims to appeal to consumers looking for health-conscious beverage options.
Gibson holds a 51% stake in the company, while co-director James Boustani owns 25%. Kyrgios is the third-largest shareholder, with new investors set to hold 9% of the company’s shares. The company’s marketing efforts highlight a forward-thinking approach, with Marketing Director Kirsty Basman noting that Stryda sits outside the craft beer segment, positioning itself as a mainstream beer option.
By 2026, Gen Z and Millennials are expected to constitute over half of the legal drinking age population. Recognizing this shift, Stryda has adopted a culturally resonant brand image and is working to expand its presence. Basman likened the brand’s vibe to the streetwear retailer Culture Kings, appealing to the younger, trend-driven demographic.
To support its growth, Stryda is diversifying into whisky production and investing in new facilities. The company recently acquired the Thirsty Crow brew house and hospitality venue in Wagga Wagga, NSW, for $3 million, with plans to establish a taproom in every Australian state. It is also building a dedicated tasting room and brewery venue in Glenorie, NSW.
Currently sold through independent retailers like Thirsty Camel, Stryda’s products are now featured in larger chains, including Dan Murphy’s, owned by Endeavour Group (ASX:EDV). The company is rapidly positioning itself as a major player in the evolving liquor market.
Stryda’s competition includes Beerfarm, which is expanding into eastern Australia, and Sobah, a non-alcoholic beer maker that has recently scaled back its operations due to cost pressures. As Stryda forges ahead, its focus on redefining beer for younger generations positions it uniquely in the market.
